
Pilates on the Bay: Converting First-Timers into Loyal Members
How an automated onboarding sequence increased the intro-to-membership conversion rate by 70%.
THE CHALLENGE
The Intro Offer 'Black Hole'
Pilates on the Bay was successfully selling their introductory offer, but a large percentage of those new clients were disappearing once the offer ended. The follow-up process was manual, inconsistent, and failed to effectively communicate the value of a full membership.
Key Pain Points
- Low conversion rate from intro pack to full membership.
- Staff spent hours manually emailing clients whose packs were expiring.
- New clients felt lost or unsure of what to do after their intro classes.
- Inconsistent messaging about membership benefits.
- Lost revenue from potential long-term members.
THE SOLUTION
Automated Client Nurturing Journey
We designed and implemented a multi-channel automated onboarding sequence for every new intro offer client. The journey uses a strategic mix of email, SMS, and push notifications to guide, educate, and nurture the client from their first class to their membership decision, making the transition feel natural and valuable.
Journey Mapping & Strategy
2 WeeksWe mapped the ideal client journey from the moment they purchase the intro offer. We identified key milestones (first class booked, halfway through the pack, last class) to use as triggers for our automated communications.
Content Creation & Build
3 WeeksWrote compelling, value-driven copy for each email and SMS. The automation was then built within their marketing platform, integrating directly with the booking software to trigger messages based on real-time client activity.
Launch & Monitor
1 WeekActivated the automation for all new intro offer clients. We monitored open rates, click-through rates, and conversion data to ensure the system was performing as expected.
Technologies & Tools Used
IMPLEMENTATION TIMELINE
Strategy & Mapping Complete
Finalized the 14-day nurturing sequence map and drafted all key message points.
Automation Build & Test
All email and SMS sequences were built, and the integration with the booking software's triggers was tested and verified.
Sequence Activated
The full onboarding automation was launched for all new intro pack purchases, with performance monitoring in place.
THE RESULTS
By systematically nurturing every new client, the studio turned a leaky bucket into a powerful conversion funnel.
Conversion & Revenue
Intro-to-Membership Conversion Rate
Average Client Lifetime Value (LTV)
Monthly Recurring Revenue (MRR) from New Members
Client Engagement
Automation Email Open Rate
First-Month Class Attendance
"The automation system is our secret weapon. It feels like we have a personal concierge for every new client, guiding them through their first few weeks. They feel supported, we save hours of time, and our membership numbers have never been stronger."

KEY LEARNINGS
Timing is Everything
Sending a message right after their first class or when they have one class left is far more effective than random follow-ups.
Educate, Don't Just Sell
The most effective messages focused on the benefits of consistency, tips for their next class, and instructor profiles, rather than just pushing a membership.
Automate the System, Not the Personality
The copy was written in the studio's authentic, friendly voice, making the automation feel personal and warm.
WHAT'S NEXT
With a successful onboarding system in place, the studio can now apply automation to other areas of the client lifecycle.
- Create a 'win-back' campaign for past members.
- Develop an automated sequence for client anniversaries and milestones.
- Build a referral automation to encourage members to bring friends.
READY FOR YOURTRANSFORMATION?
Let's discuss how we can create similar results for your business.